طراحي و ساخت سيستم‌هاي تجارت الکترونيک

طراحي و ساخت سيستم‌هاي تجارت الکترونيک
اصول و مباني تجارت الکترونيک (EC)

مقدمات و کليات تجارت الکترونيک

مثال اوليه از کاربرد تجارت الکترونيک

Qantas Airways A New Way to Compete
The Problem Increased fuel costs placed pressure on the airline industry Qantas faced two major competitors and higher fees at Sydney Airport Air traffic dwindled after September 11th Qantas needed to replace aircraft in order to stay competitive Australian economy slowed down

Qantas Airways (cont.) The Solution
Bought fuel contracts for future dates (traditional response) Took major steps to implement e-commerce (EC) involving buying, selling, and exchanging goods, services, information, and payments electronically

Qantas Airways (cont.) Business-to-business (B2B) E-marketplace member
Joined Airnew Co.—links major airlines with suppliers Fuel Fuel services Light maintenance services Catering Joined Corporcure.com.au with 13 other large Australian corporations Electronically purchase general goods and services Office supplies Light bulbs Maintenance services

Qantas Airways (cont.) Formed Pan-Pacific exchange E-marketplace
Business-to-business-to-consumer (B2B2C) Provides Full spectrum travel services Products and services to business partners Travel agencies who can use this marketplace to sell directly to consumers

Qantas Airways (cont.) B2C B2E Business-to-customer (B2C):
Online booking s to frequent-flyer members Mileage bonuses and opportunities to win $10,000 AU Wireless communications Business-to-employee (B2E): Online training Online banking B2C B2E

Qantas Airways (cont.) The Results
Qantas expects to see an estimated $85 million AU in cost reductions per year by 2003 Qantas expects to increase annual revenues by $700 million AU from nontravel sales Outlasted one competitor

EC Definitions & Concepts

EC Definitions & Concepts
Electronic Commerce (EC) is the process of buying, selling, or exchanging products, services, and information via computer networks EC defined from these perspectives Communications Business process Service Online Collaborations Community EC

EC Definitions & Concepts (cont.)
E-business is a broader definition of EC that includes not just the buying and selling of goods and services, but also Servicing customers Collaborating with business partners Conducting electronic transactions within an organization Pure vs. Partial EC: based on the degree of digitization of product, process, delivery agent

Exhibit 1.1 The Dimensions of Electronic Commerce

Traditional commerce: all dimensions are physical Brick-and-mortar organizations Old-economy organizations (corporations) Perform all business off-line Sell physical products by means of physical agents

Pure EC: all dimensions are digital Pure online (virtual) organizations New-economy organization Sell products or services only online Partial EC: a mix of digital and physical dimensions Click-and-mortar organizations Conduct EC activities Do their primary business in the physical world

Internet vs. Non-Internet EC VANs—value-added networks LANs—local area networks Single computerized machines Using a smart card in a vending machine Using a cell phone to make an online purchase

Electronic Markets vs. Interorganizational Systems
E-markets Buyers and sellers meet to exchange Goods Services Money Information Interorganizational Information Systems (IOS) Between two or more organizations Routine transaction processing Information flow

Exhibit 1.2 A Framework for EC

Classification of EC by the Nature of the Transaction

Classification of EC by the Nature of the Transaction
Business-to-business (B2B) : EC model in which all of the participants are businesses or other organizations Business-to-consumer (B2C): EC model in which businesses sell to individual shoppers Business-to-business-to-consumer (B2B2C): EC model in which a business provides some product or service to a client business; the client business maintains its own customers, to whom the product or service is provided

Classification of EC by the Nature of the Transaction (cont.)
Consumer-to-business(C2B): individuals who use the Internet to sell products or services to organizations and /or seek sellers to bid on products or services they need Consumer-to-consumer (C2C) : consumers sell directly to other consumers

Mobile commerce (m-commerce)—EC transactions and activities conducted in a wireless environment Location-commerce—(l-commerce) m-commerce transactions targeted to individuals in specific locations, at specific times

Intrabusiness (organizational) EC: EC category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization

Business-to-employee (B2E): EC model in which an organization delivers services, information, or products to its individual employees Collaborative commerce (c-commerce): EC model in which individual or groups communicate or collaborate online E-government: Government-to-citizens (G2C): EC model in which a government entity buys or provides good, services, or information to businesses or individual citizens

Exchange (electronic): a public e-market with many buyers and sellers Exchange-to-exchange (E2E): EC model in which electronic exchanges formally connect to one another for the purpose of exchanging information

Interdisciplinary Nature of EC
Management information systems Accounting and auditing Management Business law and ethics Others Marketing Computer sciences Consumer behavior and psychology Finance Economics

Business Models

Business Models A method of doing business by which a company can generate revenue to sustain itself Spells out where the company is positioned in the value chain Business models are a component of a business plan or a business case

Business Plans & Business Cases
A written document that identifies the business goals and outlines the plan of how to achieve them Business case A written document that is used by managers to garner funding for specific applications or projects; its major emphasis is the justification for a specific investment

The Content of a Business Plan
Marketing and sales plan Operations plan Financial projections and plans Risk analysis Technology analysis Mission statement and company description The management team The market and the customers The industry and competition The specifics of the products and/or services

Structure of Business Models
All business models must specify their revenue model (the description of how the company or an EC project will earn revenue) Revenue sources are Transaction fees Subscription fees Advertisement fees Affiliate fees Sales Other models Value proposition is the description of the benefits a company can derive from using EC

Typical Business Models in EC
Online, direct marketing Electronic tendering systems Reverse auction is a tendering system sellers are invited to bid on the fulfillment of an order to produce a product or provide a service; the lowest bid wins Name your own price Find the best price

Typical Business Models in EC (cont.)
Affiliate marketing is an arrangement whereby a marketing partner (business, organization or individual) refers consumers to the selling company’s Web site Viral marketing is word-or-mouth marketing in which customers promote a product or service to friends or other people by using the Internet

Typical Business Models in EC (cont.)
Group purchasing is getting many small buyers together to by in large quantities Online auctions Product and service customization Customization is the creation of a product or service according to the buyer’s specifications Electronic marketplaces and exchanges Vertical marketplace is a marketplace that concentrates on one industry; also called vertical portals or vortals Supply chain improvers

Exhibit 1.3 The Business Model of 7dream.com

The Limitations of EC Technical limitations
There is a lack of universally accepted standards for quality, security, and reliability The telecommunications bandwidth is insufficient Software development tools are still evolving There are difficulties in integrating the Internet and EC software with some existing (especially legacy) applications and databases. Special Web servers in addition to the network servers are needed (added cost). Internet accessibility is still expensive and/or inconvenient

Electronic Marketplaces

Electronic Marketplaces
Markets facilitate exchange of Information Goods Services Payments Markets create economic value for Buyers Sellers Market intermediaries Society at large

Electronic Marketplaces (cont.)
3 main functions of markets Matching buyers and sellers Facilitating the exchange of information, goods, services, and payments associated with market transactions Providing an institutional infrastructure

Market space Components
a marketplace in which sellers and buyers exchange goods and services for money (or for other goods and services), but do so electronically Market Space Components: Customers Sellers Goods (physical or digital)

Market space Components
Infrastructure Front-end Back-end Intermediaries/business partners Support services

Market space Components (cont.)
Customers Web surfers looking for Bargains customized items Collectors’ items entertainment etc. Organizations account for over 85 percent of EC activities Sellers Hundreds of thousands of storefronts are on the Web Advertising and offering millions of Web sites Sellers can sell Direct from their Web site E-marketplaces

Products Physical products Digital products—goods that can be transformed to digital format and delivered over the Internet Infrastructure Hardware Software Networks

Front-end business processes include Seller’s portal Electronic catalogs shopping cart Search engine Payment gateway Back-end activities are related to Order aggregation and fulfillment Inventory management Purchasing from suppliers Payment processing Packaging and delivery

Intermediary a third party that operates between sellers and buyers Other business partners collaborate on the Internet, mostly along the supply chain Support services such as Certification and trust services Knowledge providers

Types of Electronic Markets

Types of Electronic Markets
Electronic storefronts a single company’s Web site where products and services are sold Mechanisms for conducting sales Electronic catalogs Payment gateway Search engine Shipment court Customer services Electronic cart E-auction facilities Electronic malls (e-malls)—an online shopping center where many stores are located

Types of Electronic Markets (cont.)
Types of stores and malls General stores/malls large market spaces that sell all types of products Public portals Specialized stores/malls sell only one or a few types of products Regional vs. global stores Pure online organizations vs. click-and-mortar stores

E-Marketplaces E-marketplaces Types of e-marketplaces
online market, usually B2B, in which buyers and sellers negotiate Types of e-marketplaces private public consortia

E-Marketplaces Public e-marketplaces Private e-marketplaces
online markets owned by a single company: Sell-side: company sells either standard or customized products to qualified companies Buy-side marketplaces: company makes purchases from invited suppliers Public e-marketplaces B2B markets, usually owned and/or managed by an independent third party, that include many sellers and many buyers (exchanges)

Intermediation in E-Commerce
Intermediaries provide value-added activities and services to buyers and sellers: wholesalers, retailers, infomediaries Roles of intermediaries Search costs: databases on customer preferences Lack of privacy: anonymity of sellers and buyers Incomplete information: gather product information Contract risk: protect sellers against non-payment Pricing inefficiencies: induce appropriate trades

E-Distributors on B2B E-distributor:
an e-commerce intermediary that connects manufacturers (suppliers) with buyers by aggregating the catalogs of many suppliers in one place (the intermediary’s Web site) E-distributors also provide support services Payments Deliveries Escrow services Aggregate buyers’ and or sellers’ orders

Syndication as an EC Mechanism
the sale of the same good (e.g., digital content) to many customers, who then integrate it with other offerings and resell it or give it away free

Competition in the Internet Ecosystem
Competition in the Internet ecosystem (business model of the online economy) Inclusive with low barriers to entry Self-organizing Old rules may no longer apply Competition is tense Lower buyers’ search cost Speedy comparisons Differentiation and personalization

Differentiation providing a product or service that is unique Personalization the ability to tailor a product, service, or Web content to specific user preferences Lower prices

Customer service is an extremely important competitive factor Some competitive factors are less important as a result of EC: Size of company is no longer significant Geographical location is insignificant Language barriers are being removed Digital products do not have normal wear and tear

EC supports efficient markets and could result in almost perfect competition with these characteristics: Many buyers and sellers must be able to enter the market at no entry cost Large buyers or sellers are not able to individually influence the market The products must be homogeneous Buyers and sellers must have comprehensive information about the products and about the market participants’ demands, supplies, and conditions

E-Market Success Factors
Contributors to e-market success Product characteristics Type Price Availability of standards and product information Industry characteristics Brokers currently necessary Intelligent systems may replace brokers Seller characteristics Consumers find sellers with the lowest prices Low-volume, higher-profit-margin transactions Consumer characteristics Impulse buyers Patient buyers Analytical buyers

Electronic Catalogs Electronic catalogs
the presentation of product information in an electronic form the backbone of most e-selling sites Evolution of electronic catalogs Merchants: advertise and promote Customers: source of information and price comparisons Consist of product database, directory and search capability and presentation function Replication of text that appears in paper catalogs More dynamic, customized, and integrated

Classifications of Electronic Catalogs
Dynamics of information presentation: static or dynamic Degree of customization: ready-made or customized Electronic catalogs allow integration of: Order taking and fulfillment Electronic payment Intranet workflow Inventory and accounting system Suppliers’ extranet Relationship to paper catalogs

Customized Catalogs Customization systems can: A company
Assembled specifically for: A company An individual shopper Customization systems can: Create branded, value-added capabilities Allows user to compose order May include individualized prices, products, and display formats Automatically identify the characteristics of customers based on the transaction records

Electronic Catalogs at Boise Cascade

Search Engines, Intelligent Agents and Shopping Carts
E-commerce users use both search engines and intelligent agents Search engines find products or services Software agents conduct other tasks (comparisons) Electronic shopping cart an order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop

Search Engines, Intelligent Agents and Shopping Carts
a computer program that can access a database of Internet resources, search for specific information or keywords, and report the results Software (intelligent) agent software that can perform routine tasks that require intelligence

Auctions Auction a market mechanism by which a seller places an offer to sell a product and buyers make bids sequentially and competitively until a final price is reached Auctions deal with products and services for which conventional marketing channels are ineffective or inefficient

Limitations of Traditional Auctions
Traditional auctions are generally a rapid process It may be difficult for sellers to move goods to the auction site Commissions are fairly high

Electronic Auctions Auctions conducted online
Electronic auctions (e-auctions): Auctions conducted online Host sites on the Internet serve as brokers offering: Services for sellers to post their goods for sale Allowing buyers to bid on those items Many sites have certain etiquette rules that must be adhered to in order to conduct fair business

Electronic Auctions Major online auctions offer: Consumer products
Electronic parts Artwork Vacation packages Airline tickets Collectibles Excess supplies and inventories being auctioned off by B2B marketers

Dynamic Pricing Dynamic pricing:
prices that change based on supply and demand relationships at any given time The four major categories of dynamic pricing are based on the number of buyers and sellers involved: One buyer, one seller One seller, many potential buyers One buyer, many potential sellers Many sellers, many buyers

Dynamic Pricing

Dynamic Pricing One buyer, one seller uses
Negotiation Bargaining Bartering Price will be determined by: Each party’s bargaining power Supply and demand in the item’s market Possibly business environment factors

Dynamic Pricing Forward auction: English auction: Yankee auction:
One seller, many potential buyers Forward auction: an auction in which a seller entertains bids from buyers English auction: an auction in buyers bid on an item in sequence and the price increases with time Yankee auction: auction of multiple identical items in which bidders can bid for any number of the items offered, and the highest bid wins

Dynamic Pricing Dutch auction: Free-fall (declining price) auction:
auction of multiple identical items, with prices starting at a very high level and declining as the auction time passes Free-fall (declining price) auction: a variation of the Dutch auction in which only one item is auctioned at a time the price starts at a very high level and declines at fixed time intervals, the winning bid is the lowest one when the time expires

English Auction, Ascending Price

Dynamic Pricing (cont.)
One buyer, many potential sellers Reverse auction (bidding, or tendering system): auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with price reducing sequentially, and the lowest bid wins primarily a B2B or G2B mechanism

The Reverse Auction Process

Dynamic Pricing (cont.)
One buyer, many potential sellers (cont.) ”Name-your-own-price” model Consumer-to-business (C2B) model Many sellers, many buyers Double Auction buyers and their bidding prices and sellers and their asking prices are matched, considering the quantities on both sides

Limitations of Electronic Auctions
Possibility of fraud—defective goods or receive goods/services without paying Limited participation—invitation only or Open to dealers only Lack of security—C2C auctions sometimes not done in an unencrypted environment Limited software—only a few “complete”or “off-the-shelf” market-enabling solutions

Impacts of Auctions Auctions as a coordination mechanism
Auctions as a social mechanism to determine a price Auctions as a highly visible distribution mechanism Auctions as a component in e-commerce

Online Negotiating Online negotiation:
electronic negotiation, usually done by software (intelligent) agents that perform searches and comparisons; improves bundling and customization of products and services Dynamic prices can be determined by negotiation Negotiated prices result from interactions and bargaining among sellers and buyers Expensive items like cars and real estate Deal with non pricing terms like payment method and credit

Online Negotiating (cont.)
Three factors that facilitate negotiated prices Intelligent agents that perform searches and comparisons Computer technology that facilitates negotiation process Products and services that are bundled and customized

Retailing in E-Commerce: Products and Services

Amazon.com: King of E-Tailing
The Problem Amazon.com has recognized that it must continually enhance its electronic store by expanding product selection and improving the customer experience The Solution Amazon.com now offers specialty stores Professional and technical store Expanded book editorial content Increased product selection

Amazon.com (cont.) Some key features of the Amazon.com are:
Easy browsing and searching Useful product information Low prices One-Click order technology Features that make the online shopping experience more enjoyable Gift ideas E-cards

Amazon.com (cont.) Various marketplace services Amazon Auctions
zShops service hosts electronic storefronts for a monthly fee Customer relationship management Creates interesting and informative front-end Highly automated and efficient back-end support Personalized service Diversification through business alliances

Amazon.com (cont.) The Results Financial performance
annual sales for Amazon.com have trended upward, from $15.7 million in 1996 to $4 billion in 2002 Offers several features for international customers Declared its first profit for the 2001 first quarter Yet the company’s financial success is by no means assured Prentice Hall, 2003

E-Tailing and B2C Market Growth
A retailer is a sales intermediary, a seller that operates between manufacturers and customers Electronic retailing (e-tailing)—retailing conducted online, over the Internet Catalog sales free a retailer from the need for a physical store Manufacturer sells directly to the customer, cutting out the intermediary

What Sells Well on the Internet?
Computers and electronics Sporting goods Office supplies Books and music Toys Health and beauty Entertainment Apparel Cars Services Others Prentice Hall, 2003

Characteristics of Successful E-Tailing
Brand recognition and guarantees Guarantee provided by highly reliable or well-known vendors Digitized products Inexpensive items Frequently purchased Commodities with standard specifications Well-known packaged items that cannot be opened even in a traditional store

E-Tailing Business Models
E-tailing business models can be classified in several ways: By the scope of items handled General-purpose Specialty e-tailing By scope of the sales region covered Global Regional Two main models Direct selling model Distribution channel

Classification by Revenue Model
Product sales models Charge customers directly for products or services Subscription models Charge monthly or annual subscription fee for service Transaction-fee models Charge service fee based on the level of transaction offered Advertising-supported models Charge fee to advertisers instead of customers Sponsorship models Companies sponsor the business through donations (usually supplemental income)

Classification by Distribution Channel
Direct marketing manufacturers sell directly from company sites to individual customers Pure-play e-tailers have no physical stores, only an online sales presence Click-and-mortar retailers traditional retailers with a supplementary Web site

Direct Marketing by Manufacturers or Mail-Order Companies
broadly, marketing that takes place without intermediaries between manufacturers and buyers marketing done online between the seller and the buyer Disintermediation removal of organizations or business process layers responsible for certain intermediary steps in a given supply chain

Exhibit 3.1: Disintermediation in the B2C Supply Chain

Direct Marketing by Manufacturers or Mail-Order Companies
Parties in direct marketing have a greater opportunity to influence each other Make-to-order online direct sales by manufacturers are gaining popularity due to the ability to customize products or services

Virtual (Pure-Play) E-Tailers
Virtual e-tailers sell over the Internet without a physical sales channel General purpose e-tailers (Amazon.com) Broad range of products Large number of consumers Specialty or niche e-tailers (CatToys.com) One specific product area High demand items in the area Effective practices for customer appeal

Buying Cars Online: Build to Order
Traditional system—”build-to-stock”: Manufacturers conduct market research to estimate which features and options will sell well Make the cars they wish to sell Cars are sold from stock at a loss when there is insufficient demand for a particular vehicle Auto giants intend to transform themselves from build-to-stock to build-to-order companies Cutting inventory requirements in half Giving customers exactly what they want

Buying Cars Online: Build to Order
Using a virtual car at jaguar.com Consumers custom configure their car’s features and components, see it online, price it, have it delivered to a nearby dealer Web site helps with the research process The configuration is transmitted to the production floor: Reducing delivery time Contributing to increased customer satisfaction

Click-and-Mortar Retailers
Brick-and-mortar retailers retailers who do business in the non-Internet, physical world in traditional brick-and-mortar stores Click-and-mortar retailers brick-and-mortar retailers with a transactional Web site from which to conduct business Traditional retailing frequently involves a single distribution channel, the physical store may also operate a mail-order business Multichannel store firm that operates both physical stores and an online e-tail site

E-Tailers Working Backgrounds
Travel and Tourism Services Online Corporate Travel Intelligent Agents in Travel Services The Employment Placement and the Job Market The Internet Job Market Matching Workers with Jobs in the Philippines Intelligent Agents in the Electronic Job Market Insurance Online Online Stock Trading Investment Information

E-Tailers Working Backgrounds
Banking & Personal Finance Online Capabilities of Home Banking International and Multiple-Currency Banking Personal Finance Online Online Billing and Bill Paying On-Demand Delivery Service (ODDS) Digital Delivery Business Rating Sites & Trust Verification Sites

Exhibit 3.5 Virtual Job Employment Agent

Exhibit 3.6 Online Electronic Stock Trading

Capabilities of Home Banking
Get current account balances any time Obtain charge and credit card statements Pay bills Download account transactions Transfer money between accounts Balance accounts Send to the bank Expand the meaning of “banker’s hours” Handle finances when traveling Additional services Free phone banking Waive checking fees

Implementation Issues in Online Financial Transactions
Using bank intranets Banks provide large business customers with personalized service by allowing them access to the bank’s intranet to access accounts, historical transactions, intranet-based decision-support applications Imaging systems allow customers to view images of all: Incoming checks Invoices Other related online correspondence

Personal Finance Online
Bill paying and e-checks Tracking bank accounts etc. Portfolio management Investment tracking Stock quotes and prices (past and current) Budget organization Record keeping Tax computations Retirement goals, planning and budgeting

Automatic transfer of mortgages This method has existed for several years The payer authorizes its bank to pay the mortgage, including tax escrow payments Automatic transfer of funds to pay monthly utility bills Paying bills from online banking account

A merchant-to-customer direct billing A merchant posts bills on its Web site Customers can view and pay their bill Using an intermediary A third party consolidates all bills related to each customer in one site in a standard format Collects a certain commission Makes it convenient to complete transactions

Person-to-person direct payment Paypal.com (now an eBay company)—enables you to send funds to another individual over the Internet Online billing and bill-paying can be classified into B2C, B2B, or C2C. Opportunities exist in B2B services can save businesses about 50 percent of billing costs

On-Demand Delivery Service (ODDS)
express delivery made fairly quickly after an online order is received On-Demand Delivery Services (ODDS) May own a fleet of delivery vehicles for regular deliveries and delivery within short time period

Exhibit 3.7 On-Demand Delivery Services Model

Digital Delivery Digital (“soft”) goods Music, movies, videos, software, newspapers, magazines, graphics, etc. Can be delivered in “hard” or “soft” form Computer program on CD-ROM with owner’s manual and warranty card Download from Web site after payment

Problems with E-Tailing & Lessons Learned
Profitability Lose money on every sale as they try to grow to a profitable size and scale Underlying cost and revenue models were not sound Long-run success requires financial viability Manage new risk exposure Local companies contend with local customers and local regulations National firms have more constituents Global firms deal with numerous cultural perspectives

Problems with E-Tailing & Lessons Learned
Branding drive to establish brand can lead to excessive spending Starting with insufficient funds Keep it interesting Static design is a “turn-off” Dynamic sites with rich databases of information appeal most to customers

Disintermediation & Reintermediaries
manufacturer sells directly to consumer Reintermediearies new intermediary roles in the digital environment offer new ways to: Reach new customers Bring value to customers Generate revenues

Intermediary’s New Role
Role will shift to one that emphasizes value-added services such as: Assisting customers in comparison shopping from multiple sources Providing total solutions by combining services from several vendors Providing certifications and trusted third-party control and evaluation systems

Cybermediation and Hypermediation
Cybermediation (electronic intermediation) use of software (intelligent) agents to facilitate intermediation Hypermediation extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture

طراحي و ساخت سيستم‌هاي تجارت الکترونيک

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طراحي و ساخت سيستم‌هاي تجارت الکترونيک

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